I have been out of town for the last week and was not able to respond to the questions and comments about FramerSelect. I would like to give the history of FramerSelect.
I have been in the frame business for 23 years, and like many of you I started in my basement. I have grown my company to three locations and 80 employees, and it is enough! I have no interest in opening more stores. On the other hand, I see some serious changes in the industry that I feel compelled to react to.
The first is the encrouchment of big chain stores. They are not evil, they are business people taking advantage of a growing market and new technologies. As an independant business owner, I do not want to see the same thing happen in the picture framing industry that has happened to the local drug store, hardware store and butcher shop. I believe that the best framing is done under the watchful eye of the owner. The chains and franchises have their marketing programs, while the independant frame shop is left on its own.
The second major change is the popularity of the internet. While "dot coms" or e-commerce sites have had some spectacular failures, the internet in general has been a tremendous success. 84% of households with incomes over $75,000 use the internet in one way or another.
It was with these changes in mind that I decided to start FramerSelect. Here is what FramerSelect is. FramerSelect is a program that promotes independant frame shops using targeted marketing. We are placing two to three advertisements a month promoting professional custom picture framing at their local FramerSelect shop, in the following magazines: Architectural Digest, Art News, Elle Decor, House and Garden and Conde Nast Traveler. In the past, I have advertised in these magazines regionally, and found them to be very effective. They attract customers who are very interested in home decor and art. That is the customer that I want.
The ads direct customers either to the web site or to phone us for the closest frame shop. The site is designed to provide framing education to the consumer. An educated customer feels more comfortable approaching you about framing, and is likely to spend more money. In addition, we are going to provide a monthly business package that will offer assistance in growing your business.
For those of you who don't know, I am the Business Editor of Picture Framing Magazine and have been writing a monthly column for 5 years. I have also written "The Street Smart Entreprenuer." I have done numerous speaches to the industry on how to build your business. I understand and respect the fact that many in the industry have no interest in growing their business or are not comfortable spending money on advertising, in which case this program is not for them. I am only looking to sign up five to six percent of framers in the U.S. and Canada, which equates to 500 to 1000 independant frame shops. The cost is $120 per month. I believe this to be a resonable amount to allocate for exposure in excellent targeted publications and the internet.
I must respond to numerous references, FramerSelect is not a "dot com" or F.Y.A. We are advertising and promoting professional custom picture framing and a referral network to drive customers into your stores. We do not believe in on-line framing, "exclusive zip codes" or free giveaways. We are promoting professional custom picture framing at local independant frame shops.
Good marketing has been an important reason that my company has grown to the size that it is, and I am confident that this program is sound in it's principle and timeliness. I have received enthusiastic support from key vendors and numerous leaders in the field. Many framers have signed up, and I want to acknowledge and thank them for their support in this forum and H.H.
We are now in the process of signing up shops, for more details please contact Jeff Grabowski or Kirk Sullivan at 800-444-8387, framers@framerselect.com, or through www.framerselect.com. We welcome comments and feedback.
I will be out of town until Monday.
Thank you,
Jay Goltz
I have been in the frame business for 23 years, and like many of you I started in my basement. I have grown my company to three locations and 80 employees, and it is enough! I have no interest in opening more stores. On the other hand, I see some serious changes in the industry that I feel compelled to react to.
The first is the encrouchment of big chain stores. They are not evil, they are business people taking advantage of a growing market and new technologies. As an independant business owner, I do not want to see the same thing happen in the picture framing industry that has happened to the local drug store, hardware store and butcher shop. I believe that the best framing is done under the watchful eye of the owner. The chains and franchises have their marketing programs, while the independant frame shop is left on its own.
The second major change is the popularity of the internet. While "dot coms" or e-commerce sites have had some spectacular failures, the internet in general has been a tremendous success. 84% of households with incomes over $75,000 use the internet in one way or another.
It was with these changes in mind that I decided to start FramerSelect. Here is what FramerSelect is. FramerSelect is a program that promotes independant frame shops using targeted marketing. We are placing two to three advertisements a month promoting professional custom picture framing at their local FramerSelect shop, in the following magazines: Architectural Digest, Art News, Elle Decor, House and Garden and Conde Nast Traveler. In the past, I have advertised in these magazines regionally, and found them to be very effective. They attract customers who are very interested in home decor and art. That is the customer that I want.
The ads direct customers either to the web site or to phone us for the closest frame shop. The site is designed to provide framing education to the consumer. An educated customer feels more comfortable approaching you about framing, and is likely to spend more money. In addition, we are going to provide a monthly business package that will offer assistance in growing your business.
For those of you who don't know, I am the Business Editor of Picture Framing Magazine and have been writing a monthly column for 5 years. I have also written "The Street Smart Entreprenuer." I have done numerous speaches to the industry on how to build your business. I understand and respect the fact that many in the industry have no interest in growing their business or are not comfortable spending money on advertising, in which case this program is not for them. I am only looking to sign up five to six percent of framers in the U.S. and Canada, which equates to 500 to 1000 independant frame shops. The cost is $120 per month. I believe this to be a resonable amount to allocate for exposure in excellent targeted publications and the internet.
I must respond to numerous references, FramerSelect is not a "dot com" or F.Y.A. We are advertising and promoting professional custom picture framing and a referral network to drive customers into your stores. We do not believe in on-line framing, "exclusive zip codes" or free giveaways. We are promoting professional custom picture framing at local independant frame shops.
Good marketing has been an important reason that my company has grown to the size that it is, and I am confident that this program is sound in it's principle and timeliness. I have received enthusiastic support from key vendors and numerous leaders in the field. Many framers have signed up, and I want to acknowledge and thank them for their support in this forum and H.H.
We are now in the process of signing up shops, for more details please contact Jeff Grabowski or Kirk Sullivan at 800-444-8387, framers@framerselect.com, or through www.framerselect.com. We welcome comments and feedback.
I will be out of town until Monday.
Thank you,
Jay Goltz